Leading UK videogame retail chain GAME has made an aggressive move into the online retail space with the acquisition of online retailer Gameplay, which is expected to continue to operate as a separate brand. The Gameplay portal will join the existing GAME online store as part of the GAME Group's online portfolio, which has become an increasingly important part of the business in recent years.

Although a spokesperson for GAME said that it's "too early right now to say" what will happen to the Gameplay brand and service in the long term, for now it's business as usual for the "e-tailer," with customer service representatives assuring customers that nothing has changed about how it operates for now.